At the Salon International de l'Agriculture SIA 2025, Grands Moulins de Paris showcased its esteemed Francine flour brand, celebrating six decades of existence on February 24, 2025. The event drew attention not only to the brand's illustrious history but also to the challenges it faces within the competitive market of flour production.
The celebration included a round table discussion featuring key figures such as Christophe Büren, President of Vivescia, and Pierre Garcia, Director General of Grands Moulins de Paris. They explored the brand's legacy and the importance of creating value within the agricultural sector. Büren opened the conversation by expressing, "Our fundamental wish is to create value, to differentiate ourselves. And with a brand, we differentiate ourselves." This sentiment set the tone for the event, emphasizing the essence of branding within the agricultural economy.
Eric Birlouez, a sociologist who participated in the discussion, highlighted the deep historical roots of flour production, noting, "The first flours date back over 23,000 years," before detailing the inception of Francine flour, which was born out of innovation by France Farine back in 1965. Originally offering just three product lines, the brand has since expanded its offerings to include organic and label rouge flour.
Francine flour has achieved remarkable recognition, boasting a brand awareness rate of 94% among French consumers. On average, each household consumes around 1.5 packs of Francine flour annually, demonstrating its integral role within French kitchens.
Yet, the discussions revealed potential challenges for local production. Büren pointed out, "Too much flour on supermarket shelves is of foreign origin," urging for more support for local farmers. The conversation also highlighted the engagement of farmers within the Francine initiative, many of whom provided their insight during the table discussions. Mathilde Jonet, one of the farmers affiliated with the brand, shared how significant the partnership is for their agricultural practice, though often it’s the economic benefits which facilitate their involvement.
A farmer remarked, "Having our photo on the flour package gives meaning; it speaks to our neighbors, to our family." This comment underscored the personal connection farmers feel with the product and the brand, enhancing the narrative of local agriculture.
Valérie Frapier, the Corporate Social Responsibility Director for Vivescia, noted the holistic approach they take, aligning agricultural practices with sustainability. Basile Faucheux, President of #agridemain, declared, "100% of label wheat will be produced as part of the Transition program by 2030," which is part of their broader commitment to sustainability.
Despite the focus on achievements, the conversation also acknowledged the pressing challenges faced by the industry. Büren noted, "Competitiveness is key," as France currently finds itself as a net importer of flour, with considerable pressure from international competition, particularly from German and Italian brands. This concern was echoed by politician Lionel Vuibert, who stressed, "We have too high of social costs in France. We need to give our manufacturers more flexibility. We must shift some of the social costs onto the consumer." He reinforced the point by using the successful research tax credit as a potential template to stimulate the industry’s growth.
Concluding the discussions, Büren firmly expressed the group’s ambition to innovate, saying, "We are currently working on the mills of the future to regain market share." His remarks encapsulated the spirit of adaptation and innovation necessary for the Francine brand to thrive amid current challenges.
The 60th-anniversary celebration of Francine flour at the Salon International de l'Agriculture SIA 2025 was not just about reflecting on the past; it was also about laying the groundwork for the future of local agriculture, driven by sustainability and community engagement. The legacy of Francine continues to resonate, as both consumers and producers alike seek to create meaningful connections within the market.
With plans for future growth and the advancement of the Transition program, the road lies before Francine as it navigates through the modern era, ensuring its place as a stalwart of French cuisine for many years to come.